KENYA plans to increase the contribution of domestic tourists to 40 percent of total industry revenues by 2015, Assistant Minister for Tourism Cecily Mbarire told Xinhua. Mbarire said that currently the domestic tourists account for about 20 percent of the sector revenues. “As part of plans to develop a sustainable tourism industry, the government wants the contribution of domestic tourists to reach 40 percent by 2015, in order to cushion the sector from external shocks,” Mbarire said on the sidelines of the First Tourism Expo and Horse Racing festival held in Nairobi. The Expo is part of government efforts to expand the level of domestic tourism in the country and will showcase tourism products available in the sport and cultural tourism arena in order to diversify from traditional wildlife and beach tourism. “If Kenya continues to depend mostly on foreign tourists, the industry will not be sustainable, especially in the current period where most of the developed countries are experiencing lows of economic growth,” she added. Mbaririe said that Kenya’s traditional source markets of Europe and North America are now mature markets. “The demographic is getting older and so Kenya might have some difficultly in sustaining their numbers coming into the country for holidays and this calls for diversification,” the assistant minister said. “We want Kenyans to come out in large numbers and visit our tourist attractions in order to grow the industry,” she added.She added that international tourists are seasonal in nature and this is not very conducive for the local hotel industry which needs constant revenue streams. “Domestic tourists are available throughout the year which makes them a more reliable source if we are to increase the total tourism kitty,” Mbarire said. “So we are asking Kenyans to take advantage of the groups discounts that are offered by the industry just like the foreign tourists,” the government official said.Mbarire said that most international tourists travel in groups in order to save costs.”We have also initiated talks with local financial institutions in order to establish savings packages for locals would want to save towards taking vacations,” she said. She said that this will enable professionals as well as students to enjoy cheap holidays by partnering with the commercial banks. “If Kenyans are allowed to pay in installments they will more readily take up domestic tourism,” she said. Kenya Tourists Board Managing Director Muriithi Ndegwa said that the government wants to increase the contribution of local tourists to Kenya’s overall bed occupancy rate. “Hotels have already agreed to give discounts to locals, as they are more reliable clients given that they don’t need to travel long distance,” Ndegwa said. “Locals will play a vital role in boosting revenues especially in the low seasons or when source markets suffer economic recessions,” he noted. “Most Kenyans have not seen the beautiful scenery the country has to offer, so we hope more of them will support the tourism industry,” Ndegwa said. He said that Kenyans should take advantage of groups’ trips which are cheaper. “International tourists have already known this and now we want to encourage Kenyans to take up this form of travel,” the managing director said. “This will cushion the industry from the frequent travel advisories that are placed by foreign countries warning their nationals against visiting Kenya,” he noted. Ndegwa added that Kenya is also encouraging medical tourism into the country. “Given Kenya’s superior health facilities compared to the other east African neighbors, we hope to tap into this emerging field,” he said. “Already a few players in Kenya in this field have emerged and we are hoping to increase its contribution to total tourism industry revenues,” he said. “This will cushion the industry from the frequent travel advisories that are placed by foreign countries warning their nationals against visiting Kenya,” he noted.Ndegwa added that Kenya is also encouraging medical tourism into the country. “Given Kenya’s superior health facilities compared to the other east African neighbors, we hope to tap into this emerging field,” he said. “Already a few players in Kenya in this field have emerged and we are hoping to increase its contribution to total tourism industry revenues,” he said.
